Formal Invitations Case Study/Creative Brief Discussion January 13, 2014 BEC 382
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Formal InvitationsCase Study/Creative Brief Discussion
January 13, 2014 BEC 382
Formal-Invitations.com Case Study
Founded by Melissa Nyssen in 1996 !Wedding invitations featuring unique papers (handmade petal, metallic, prints, solids) and embellishments in DIY kits or printed and assembled
Why a Formal Invitations Case Study?Most marketers don’t have the luxury of being in their own target markets
Most small- to mid-sized businesses are too busy creating and servicing to market well
Good example of how digital can turn a local business to a national/global business
Owner is local
Melissa
Who are you?
What do you do?
Why are you doing it?
What has been your experience to date with digital marketing?
Creative Brief
Creative Brief“The box that creatives can solve a problem in” or instructions for the creative team based on meetings with client.
Includes:
Why: Background of project, problem you’re solving, measurable objectives of advertising
Who: Target market and insights
What: Selling proposition
Where: The media used to reach the market
When/Who/How much: Administrative details (schedule, team, budget)
The ProblemHow does a small business compete with large corporations in the digital space?
How to raise awareness
How to neutralize bigger budgets
How to correct the perception of Formal-Invitations as a commodity product
Declining market for printed wedding invitations
Big-Spender Competitors
The Objective
Increase sales 10% over 2013 results
Target Market
Middle to upper class, engaged women, age 20-40 in Southern states
“Isabelle”
Features and BenefitsFeatures Benefits Emotional Drivers
unique papers interesting feels personal
embellishmentsdifferent than most
cardsfeels different, special
diy option saves money feels proud, frugal
green earth-friendly feels responsible, trendy
Initial Keywordswedding invitations diy wedding invitations unique wedding invitations cheap wedding invitations rustic wedding invitations purple wedding invitations wedding announcements
BarriersMega-company competitors !Cost prohibitive to offer free samples, but competitors do !Quality hard to show !
Competitors
weddingpaperdivas.com minted.com paper-source.com zazzle.com lcipaper.com
PromiseOne-of-a-kind, beautiful, affordable invitations, using fine eco-papers and keepsake embellishments
We will help express how you deeply you feel about your marriage and your guests.
Start the experience right: Invitations are the first part of the event you’ll share with your guests.
For next class (1/27)
Assignment DetailSet up a Google Adwords account.
Develop a list of at least 20 keywords and phrases. Post your list on the class blog.
Get to know team members; look ahead at assignments and determine how you’ll work together. Create an agency name, logo, secret handshake. Have some fun.
Create a 10-question survey to gain insights into the target Formal-Invitations prospect. You will present your results in a 10-minute (not longer!) Powerpoint or Keynote format to the class on 1/27.
Look ahead—you have an extra week.
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